1

INNOVATIVE RURAL DISTRIBUTION

CHAPTER 1

1. INTRODUCTION 1.1. RESEARCH BACKGROUND Commercial revolution and industrial revolution in the late 18th and early 19th centuries have resulted in many benefits to the salver of Indian consumers. Increased competition results in increased availability of goods at comparatively lower prices. Now goods produced all over the world become available to the consumers. But what is the matter of consideration is that in the old economic order the quality and kind of goods produced and the prices charged for them were determined by custom and tradition which had behind them the sanction of the community. But in the market economy, the consumer ceased to enjoy this protection. The consumers are enough aware of market conditions and able to assess the quality and properties of product. The fact which put him at a comparatively disadvantageous position as a buyer, nowadays, is that he is often misinformed and misguided by the sellers, who had large resources at their disposal. There exists an increasing tendency among producers and sellers to come together and form monopolies which restrict supply to raise prices. To protect the Indian consumers the consumer movement has been started in India in the year 1930 by a follower of Mahatma Gandhi. As the height of Gandhi's campaign for freedom from colonial rule, India experienced a registered consumer organization, for the first time, in Chennai. And the enactment of the Consumer Protection Act in 1986 had provided the momentum for the consumer movement in India to bloom. The Consumer Protection Act 1986 of India explicitly called for the protection of not only those who could afford to purchase goods and services in the market place but also consumers from rural India who earn an insufficient living.

The term micro finance sometimes is used interchangeably with the term micro credit. However while micro credit refers to purveyance of loans in small quantities, the term microfinance has a broader meaning covering in its ambit other financial services like saving, insurance etc.

The essential features of the approach are to provide financial services through the groups of individuals, formed either in joint liability or co-obligation mode. Basically groups can be of two types:

Self Help Groups (SHGs): The group in this case does financial intermediation on behalf of the formal institution. This is the predominant model followed in India.

Grameen Groups: In this model, financial assistance is provided to the individual in a group by the formal institution on the strength of groups assurance. In other words, individual loans are provided on the strength of joint liability/co obligation. This microfinance model was initiated by Bangladesh Grameen Bank and is being used by some of the Micro Finance Institutions (MFIs) in our country.

Self-Help Group is a small voluntary association of poor people preferably from the same socio-economic back drop. The micro-credit given to them makes them enterprising; It can be allwomen group, all-men group or even a mixed group. However, it has been the experience that womens groups perform better in all the important activities of SHGs. Self Help Groups or SHGs represent a unique approach to financial intermediation. The approach combines access to low-cost financial services with a process of self management and development for the women who are SHG members. SHGs are formed and supported usually by NGOs or (increasingly) by Government agencies. Linked not only to banks but also to wider development programmes, SHGs are seen to confer many benefits, both economic and social. SHGs enable women to grow their savings and to access the credit which banks are increasingly willing to lend. SHGs can also be community platforms from which women become active in village affairs, stand for local election or take action to address social or community issues.

1.2. IDENTIFIED PROBLEM The marketers are trying with more innovative distribution methods such as Project Shakti, Choupal Sagar, GODREJ Aadhaar, Hariyali Kisaan Bazaar. The project shakti

promoted by Hindustan Unilever (HUL) is considered as the most cost effective distribution model. HUL mainly focus this model only in the selected area of the country. HUL markets the product in rural through Self Help Group (SHG). Having a huge potential available in this organized model it has to pass through its own problems like low income, resistance from local shopkeepers, duplicates, caste feelings etc. Hence it is necessary to find out the viability in marketing products through self help groups. 1.3. NEED FOR THE STUDY This project studies Self Help Groups (SHGs) as Potential Channel Partner for Rural Markets in Cuddalore district. This study would help to the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has emerged. Rural markets, as part of any economy, have untapped potential. There are several difficulties confronting the effort to fully explore rural markets. The concept of rural markets in India is still in evolving shape, and the sector poses a variety of challenges. Distribution costs and non-availability of retail outlets are major problems faced by the marketers. The success of a brand in the Indian rural market is as unpredictable as rain. Many brands, which should have been successful, have failed miserably. 1.4. OBJECTIVES AND SCOPE 1.4.1. Objectives The objectives of the study include: 1. To study the profile of SHG members and their family background. 2. To identify the SHGs and its members involved in marketing of traditional products and non-traditional products.

3. To assess the shift of SHGs from traditional to Non-traditional trading. 4. To find out the problems faced by SHGs in marketing products 5. To find out the potential for marketing multiple products and services through SHGs 1.4.2. Scope This project is tried to extend marketing plans that they use in urban areas to the rural markets. The unique consumption patterns, tastes, and needs of the rural consumers should be analyzed at the product planning stage so that they match the needs of the rural people. 1.5. DELIVERABLES Distribution methods practiced by the marketer Number of SHG members involved traditional products and non-traditional products. Number of SHG members shifted from traditional products to non-traditional products Identifies the nature of problem faced by SHGs Potential for marketing multiple products and services

CHAPTER 2

2. LITERATURE SURVEY 2.1. REVIEW OF LITERATURE Prahalad, C. K., & Hammond, A. (2003) Stated that misconceptions and inaccurate assumptions exist about business opportunities and profitability at the bottom of the economic pyramid. While incomes average only US $2,000 per year, there are four billion people in this sector. Thus, these authors argue, when multinational corporations (MNCs) provide basic goods and services that reduce costs to the poor and help improve their standard of living (while generating an acceptable return on investment) the results benefit everyone. Further, by serving the poor, business can gain new sources of rapid revenue growth, greater efficiencies with cost reduction initiatives for the MNC, which also translate to increased purchasing power for the local consumers, as well as access to innovation. Strategies for MNCs to profitably expand their businesses and serve the worlds poor are as follows: Expand the understanding of managers about the bottom of the pyramid (BOP) markets Make structural changes within companies Create venture groups and internal investment funds Establish business development task forces Reach out to external partners (entrepreneurs, NGOs, community groups, and so on)

Julie Thekkudan and Rajesh Tandon(2009) research analyses Project Shakti, a Hindustan Unilever Limited initiative (HUL), to answer questions on womens livelihoods and their identities, and if following this model of distribution globally branded products provides a sustainable source of income.How do these women claim their rights in a global marketplace, and are these kinds of initiatives, when linked with the companys core business, beneficial to both parties

Gupta and Rajshekar (2005) argue that, for most companies, rural India has remained an abstract concept. Over the years, HUL has defined what competitive marketing is all about. Its

distribution system has been the envy of every other marketing organisation in the country. HULs much-admired distribution machinery was directly servicing less than a fifth of Indias villages. This was the fallout of uneconomical last-mile logistics. The business generated by retailers in these half a million villages was less than that incurred by the company to service them. That meant HULcould not reach out to nearly 87 per cent of Indias villages, which have a population of 2,000 or less Retailers in these villages relied on the wholesale channel easily one of the most cost-effective mass distribution systems. So products did get through, but only fast-moving brands without a direct distribution system in place, Lever knew that only a handful of its brands would reach rural shop shelves.

Aishwarya (2009) argued that poor households should be perceived as producers and not just consumers. The BoP consists primarily of small-scale producers: 57 per cent of Indias labour force is self-employed, 29 per cent of Indias labour force consists of workers who provide casual labour. The ToP, or the rich, are brand conscious consumers, who can be seen as a viable niche market for BoP produced goods and services. Therefore, new ways of accessing ToP markets should be discovered. She argued that the surplus is still at the top of the pyramid. The real way to make profits is in production and not consumption.

The traditional business models of the formal financial companies are unfeasible and costly in providing appropriate reach to the unbanked population in remote areas directly for banking, insurance and other financial services and products, and as a result, a mere 5.2% of Indian villages have a bank branch (Kochhar, 2009). According to Frost and Sullivan (2008) The Financial inclusion (FI) quotient of a country is recognized as a key determinant to gauge that country's overall economic and social development. Even in developed financial markets there are concerns about those excluded from the banking system, especially, migrant workers. The barriers to access formal banking system have been identified as relating to culture, education (financial literacy), gender, proof of identity, remoteness of residence, income and assets, etc. (Rangarajan, 2008).

Branchless banking is the use of technology, such as mobile phones and bank cards, for the conduct of financial transactions electronically and remotely. The use of third party outlets as agents for the financial services provider allows customers to use financial services without going to bank branches. The financial services provider is backed by a government-licensed financial institution. Besides transactional services, branchless banking provides basic cash deposit and withdrawal (Ivatury and Mas, 2008).

Ultimately debt can produce a gender initiated economic vulnerability for poor rural households, irrespective of whether the work is wage based or a genuine small business (Johnson, 2005). Here self-limiting is also a form of channeling. This is because the narrow experience pool of the SHG and available investment opportunities set out at higher levels in a micro-finance project can mean the use of debt by the rural poor is focused in common ways. The very success of SHGs then tends to individually replicate the same activities.

The most prominent SHG micro-finance project within rural India is part of the Indira Kranti Patham program. Formerly called Velugu, this is a World Bank sponsored movement focusing specifically on the empowerment of women and initiated in 2000. Velugu, in turn, grew out of the Indian government program Development for Women and Children in Rural Areas (DWCRA). DWCRA began in 1982-83 as a gender offshoot of the National Integrated Rural Development Program of 1979 (Deshmukh- Ranadive 2004).

Ganesamurthy, V.S and Krishnan, M.K (2004) studies the credit utilization pattern of self help group Gopisetti, Rambabu and Venkateshwarlu, (2008) analysed the product anagement of self help group in Andhra Pradesh. The study revealed that group production is more preferred in higher income group as compared to the other income groups. The production business is mainly linking up with their cost and community back ground. They are repaying their loan at right time. Loganathan, P (2004) had analysed the state wise performance of linkage of SHG, with banks in terms of members SHGs linked with banks assessed to the extent of involvement banks in the programs. It revealed that Tamil Nadu is one of the top three states in respect of linkage of SHGs with banks.

Shanthi, G. and Dhanalakshmi, C (2005) in their article, based on the survey method of multi stage sampling, stated that participation in group activities leads to changed self image, enhanced access to new information, broad knowledge about resource availability and negotiation with government officials. Reaching rural markets with products and services is an enormous task because of the geographical spread of the market and the widely dispersed population.

The distribution of products and services to this market therefore involves high cost and effort. The marketers of consumer non-durables use the fixed location retail shop to reach the rural consumer. The high costs for marketers in servicing the rural retail shops and the nonavailability of fixed location retail shops have necessitated many marketing organizations to explore alternative channels to reach rural consumers. The alternative channels that marketers use include the haats (periodic markets), Self-help groups (SHGs), IT-kiosks, mobile traders, network marketing/ agents etc (Velayudhan, 2007).

Makumbe et al (2005) found that microfinance has a positive impact on decision making in Tanzania, Hulma and Mosley (1996) found growth of microfinance borrowers in Indonesia, India, Bangladesh and Sri Lanka. Sridhar Krishna (2004) advocated for giving legal status of SHGs. Nataraju et al (2005) indicated that more financial support does not help the members and recommended that they should be provided with institutional support in Karnataka.

Rajendran et al (2010) concluded that there is s definite improvement of psychological, economical, social; and managerial skills.Among the SHG leaders in Vellore district of Tamilnadu.

The focus of literature, mainly written in the post liberalization period, is on highlighting potential of vast rural market and providing description of a few cases of commercial organization n of rural areas. The literature has uncritically borrowed theories, framework and concept from the mainstream marketing discipline, which has shifted the growth of the subject as an independent field of academic investigation. There is an urgent need to build a distinctive perspective and a sound theoretical base for rural marketing, which would create its own

concepts, frameworks, theories and body of knowledge. The issue needs immediate attention of the researcher in rural marketing.

Nagayya (2000) stated that there has been a massive expansion in the formal credit delivery network in the last three decades and there is an acceptable gap in financing the genuine poor, especially in remote rural area.

Sabyasachi Das (2003) reported on the functioning of Self-Help Groups and microcredit. It included social, economic, political and spiritual development of the poorer section of the society. NGOs gave some training to the SHGs for awareness building, entrepreneurship and skill training and some help in arranging inputs, and marketing, introduced saving and internal lending, helped in the maintenance of accounts and linked them with the banks for credit requirements.

Shetty (2002) reported on the impact of Rural Self Help groups and other forms of microfinancing.

Solanki (2002) identified technologies for rural development in the directory of rural development published by National Institute of Rural Development, Hyderabad which is a unique effort in assembling the detailed information of 100 technologies developed by various R & D institutions/ agencies. This reference book will help the policy makers and technologists in analyzing and implementing the practical approaches. A large number of these technologies are being transferred free of cost, with a few on consultancy basis while some of them need license to enable their transfer.

Tripathy (2004) explained economic empowerment through income generating activities through self help groups and also explained its importance in education, mid -day meals scheme, health, agriculture and allied activities, community action and sustainable development and rural sanitation.

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The SHGs have been found to be an effective tool of micro-credit delivery for women empowerment and rural development (Desai, 2000; Puhazhendhi, 2000). There is several success stories of how SHGs have benefited the poverty-ridden people in the rural areas in emerging empowered and how lending to SHGs have made loss-making branches of banks to turn around. Although SHGs have come to stay there are some germane issues that need to be sorted out.

2.2. RESEARCH GAP

According to the literature reviewed the rural marketing has immense potency in selling fast moving consumer goods. The role of SHGs in selling consumer products in rural areas has a huge potency. Some SHG members facing local resistance from the local shopkeepers. In order to catch the rural market further study is to be needed to formulate the best marketing strategies in the rural areas. The literature has uncritically borrowed theories, framework and concept from the mainstream marketing discipline, which has shifted the growth of the subject as an independent field of academic investigation. There is an urgent need to build a distinctive perspective and a sound theoretical base for rural marketing,

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CHAPTER 3 3. METHODOLOGIES 3.1. TYPE OF PROJECT The study will be Exploratory. The study needs to explore the marketing potential of FMCG of Shakti products through SHG members as business channel partners in Cuddalore district. It will be supported with primary data collected using questionnaires. The study provides clear specification of who, what, when, why and how aspects of their search. It involves more specific hypothesis and testing of them through statistical INTERPRETATION techniques. 3.2. TARGET RESPONDENTS The primary data would be collected from SHG members having Shakti dealership in cuddalore district and also from the rural customers. 3.3. ASSUMPTIONS The SHG members of Shakti dealership are assumed to be aware of selling FMCG of Shakti products. 3.4. PROPOSED SAMPLING METHODS 3.4.1. Sampling Unit The responses will be obtained from SHG members who are having the Shakti dealership. 3.4.2. Sample Size A total of 100 samples were chosen for the study. 3.4.3. Sampling Technique The sample size of the study consists of 40 SHG Shakti member and 60 rural customers who belong to different age and villages of cuddalore district. They will be selected by way of Convenience sampling method. It is a non probability sampling method, in which samples are drawn at convenience of the researcher or interviewer.

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3.5. DATA PROCESSING Depending on the nature of the information to be gathered, different methods are used to conduct the assessment: forms for gathering data from different kind of respondents such as Working men and women, House wives, and farmers surveys/interviews to gather information from youth, community residents, and others; For purposes of the data-collection process, the following discussion provides information on the types of data-collection tools most commonly used. 3.5.1. Primary Data Collection Primary research entails the use of immediate data. It is the data that has been recorded or observed by researcher for the first time to their knowledge. accommodating as it shows latest information. Questionnaire o A questionnaire is simply a formalized set of questions for eliciting information. In this questionnaire was essentially structured in nature and includes multiple choice and some open ended questions. o A sample used for the questionnaire is available in the Appendix 1. Secondary Data Collection o Secondary data may be described as those data that have been compiled by some agency other than user. It is the information that relates to a past period. Hence, it lacks aptness and therefore, it has unsatisfactory value. Secondary data is collected and analyzed by the organization to convene the requirements of various research objectives. 3.6. Types of Analysis 3.6.1. Percentage Analysis Percentage analyzing refers to special kind of ratio. Percentage analysis is used in making comparison between two or more fields of data. relationship. This tool will be helpful to rank different selling techniques of insurance products. Percentage is used to describe Primary data is more

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3.6.2. Statistical Analysis 1. KRUSKAL WALLIS TEST The Kruskal-Wallis test is a nonparametric (distribution free) test, which is used to compare three or more groups of sample data. Kruskal-Wallis Test is used when assumptions of ANOVA are not met. ANOVA is a statistical data analysis technique that is used when the independent variable groups are more than two. In ANOVA, we assume that distribution of each group should be normally distributed. In Kruskal-Wallis Test, we do not assume any assumption about the distribution. So Kruskal-Wallis Test is a distribution free test. If normality

assumptions are met, then the Kruskal-Wallis Test is not as powerful as ANOVA. KruskalWallis Test is also an improvement over the Sign test. 2. CHI-SQUARE TEST Chi-square is a statistical test commonly used to compare observed data with data we would expect to obtain according to a specific hypothesis. For example, if, according to Mendel's laws, you expected 10 of 20 offspring from a cross to be male and the actual observed number was 8 males, then you might want to know about the "goodness to fit" between the observed and expected. Were the deviations (differences between observed and expected) the result of chance, or were they due to other factors. How much deviation can occur before you, the investigator, must conclude that something other than chance is at work, causing the observed to differ from the expected. The chi-square test is always testing what scientists call the null hypothesis, which states that there is no significant difference between the expected and observed result.

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CHAPTER 4
4. DATA ANALYSIS AND INTERPRETATION 4.1. PERCENT ANALYSIS TABLE 4.1: VILLAGE POPULATION

Population Below 200 200 to 500 Above 500 Total

No. of Respondents Percentage 2 27 11 40 5.0 67.5 27.5 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows population of the respondents area. Around 5% of the respondents were residing below 200 persons in their village, 67.5% of them resides between 200 to 500 and 27.5% of them above 500.

FIGURE 4.1: VILLAGE POPULATION

70 60 50 40 30 20 10 0 Below 200 200 to 500 Population Above 500

Percentage

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TABLE 4.2: TOTAL NUMBER OF FAMILIES

Total No. of Families No. of Respondents Percentage Below 100 Above 100 Total 28 12 40
SOURCE= PRIMARY DATA

70.0 30.0 100.0

INTERPRETATION: The above table shows the total number of families in the respondents village. Around 70% of the respondents village having below 100 families and 30% of them having above 100 families in their village.

FIGURE 4.2: TOTAL NUMBER OF FAMILIES

70 60 50 40 30 20 10 0 Below 100 Above 100

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TABLE 4.3: AGE OF THE RESPONDENTS

Age Below40 yrs Above 40 Yrs Total

No. of Respondents Percentage 33 7 40 82.5 17.5 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows the age of the respondent. Around 82.5% of the respondents were below 40 years. And 17.5% were above 40 years.

FIGURE 4.3: AGE OF THE RESPONDENTS

100 80 60 40 20 0 Below 40yrs Above 40yrs

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TABLE 4.4: NUMBER OF YEARS ASSOCIATED WITH THE GROUP Number of year associated with the group 1 2 3 4 5 6 Total INTERPRETATION: The above table shows the number of years the SHG members associated with the group. 2.5% of the members were associated with the group for 1 year. 22.5% of the members were associated with the group for 2 years. 32.5% of the members were associated with the group for 3 years. 35% of the members were associated with the group for 4 years. 5% of the members were associated with the group for 5 years. 2.5% of the members were associated with the group for 6 years. No. of Respondents 1 9 13 14 2 1 40
SOURCE= PRIMARY DATA

Percentage 2.5 22.5 32.5 35.0 5.0 2.5 100.0

FIGURE 4.4: NUMBER OF YEARS ASSOCIATED WITH THE GROUP

Number of years association of the member with the group
% of association with the group
40 30 20 10 0 1 2 3 4 5 6 No. of Years associated with the group

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TABLE 4.5: RELIGION OF THE RESPONDENT

Religion Hindu Christian Total

No. of Respondents 37 3 40
SOURCE= PRIMARY DATA

Percentage 92.5 7.5 100.0

INTERPRETATION: The above table shows the religion of the respondents. Around 92.5% of the respondents were belonging to Hindu and around 7.5% respondents were Christians.

FIGURE4.5: RELIGION OF THE RESPONDENT

100 Percentage 80 60 40 20 0 Hindu Religion Christian

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TABLE 4.6: CASTE OF THE RESPONDENT

Caste BC MBC SC Total

No. of Respondents Percentage 9 19 12 40 22.5 47.5 30.0 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows the Caste of the respondents. Around 22.5% of the respondents were belonging to BC, 47.5% respondents were MBC, and 47.5% respondents were SC.

FIGURE 4.6: CASTE OF THE RESPONDENT

50 40 Percentage 30 20 10 0 BC MBC Caste SC

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TABLE 4.7: MARITAL STATUS OF THE RESPONDENT

Marital status No. of Respondents Percentage Married 40

SOURCE= PRIMARY DATA

100.0

INTERPRETATION: The above table shows the Marital Status of the respondents. All the respondents were married.

FIGURE 4.7: MARITAL STATUS OF THE RESPONDENT

100

Percentage

80 60 40 20 0 Married Marital status Unmarried

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TABLE 4.8: OCCUPATION OF THE RESPONDENTS HUSBAND

Occupation of the husband No. of Respondents Agriculture Farm Worker Business Government Employee Private Others Total 7 8 10 1 13 1 40
SOURCE= PRIMARY DATA

Percentage 17.5 20 25 2.5

32.5 2.5 100

INTERPRETATION: The above table shows the Occupation of the Husband of the respondents. Around 17.5% of the respondents were agriculture, 20% respondents were Farm Workers, 25% were Business, 2.5% was Government Employee, 32.5% were private employees, and 2.5% were doing Other Jobs. FIGURE 4.8: OCCUPATION OF THE RESPONDENTS HUSBAND

35 30 25 20 15 10 5 0

Percentage

Occupation

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TABLE 4.9: NUMBER OF MEMBERS IN THE FAMILY

No. of members in the family 3 4 5 6 7 10 Total

No. of Respondents Percentage 6 10 7 9 7 1 40

SOURCE= PRIMARY DATA

15.0 25.0 17.5 22.5 17.5 2.5 100.0

INTERPRETATION: The above table shows the Number of Members of the Family of the respondents. Around 15% of the respondents were having 3 members in the family. 25% having 4 members, 17.5% were having 5 members, 22.5% having 6 members, 17.5% having respondents were having 10 members in the family. 7 members and 2.5% of the

FIGURE 4.9: NUMBER OF MEMBERS IN THE FAMILY

25 Percentage 20 15 10 5 0 3 4 5 6 7 10 No. of family members

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TABLE 4.10: NUMBER OF DEPENDENTS

Number of dependents No. of Respondents Percentage 2 3 4 5 6 Total 9 11 8 10 2 40

SOURCE= PRIMARY DATA

22.5 27.5 20.0 25.0 5.0 100.0

INTERPRETATION: The above table shows the Number of dependents of the Family of the respondents. Around 22.5% of the respondents were having 2 dependents. 27.5% having 3 dependents, 20% were having 4 dependents, 25% were having 5 dependents and 5% were having 6 dependents in the family.

FIGURE 4.10: NUMBER OF DEPENDENTS

30 25 Percentage 20 15 10 5 0 2 3 4 No. of dependents 5 6

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TABLE 4.11: EDUCATIONAL STATUS OF THE RESPONDENT

Educational Status Formal Education Non - Formal Education Total

No. of Respondents Percentage 26 14 40 65.0 35.0 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows the Educational Status of the respondents. Around 65% of the respondents were having Formal education and 35% were Non-Formal education,

FIGURE 4.11: EDUCATIONAL STATUS OF THE RESPONDENT

70 60 50 40 30 20 10 0 Formal Non-formal Educational Status

Percentage

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TABLE 4.12: OCCUPATIONAL STATUS OF THE RESPONDENT

Occupational Status Unemployed Wage Earners Assisting Husband's Work Others Total

No. of Respondents Percentage 13 4 20 3 40 32.5 10.0 50.0 7.5 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows the Occupational Status of the respondents. Around 32.5% of the respondents were Unemployed, 10% were Wage earners, 50% were Assisting Husbands work and 7.5% were doing other occupations.

FIGURE 4.12: OCCUPATIONAL STATUS OF THE RESPONDENT

50 Percentage 40 30 20 10 0 Unemployed Wage Earners Assisting Husband's work Others

Occupational Status

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TABLE 4.13: INTIAL INVESTMENT MADE BY THE RESPONDENT

Initial Investment No. of Respondents Percentage Below Rs.2000 Above Rs 2000 Total 28 12 40
SOURCE= PRIMARY DATA

70.0 30.0 100.0

INTERPRETATION: The above table shows the initial investment of the respondent. Around 70% of the respondents invested below 2000 rupees and 30% of them invested above 2000 rupees.

FIGURE 4.13: INTIAL INVESTMENT MADE BY THE RESPONDENT

70 60 50 40 30 20 10 0 Below Rs.2000 Above Rs.2000 Initial Investment

Percentage

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TABLE 4.14: SOURCE OF CAPITAL

Source of Capital No. of Respondents Percentage Bank Own Fund Total 30 10 40 75.0 25.0 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows the Source of Capital of the respondents. Around 75% of the respondents were getting source of capital from the Bank and 25% were from their own fund.

FIGURE 4.14: SOURCE OF CAPITAL

80 Percentage 60 40 20 0 Bank Own Fund Source of Captical

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TABLE 4.15: RESPONDENTS COMFORT WITH THE BUSINESS

Business Comfort No. of Respondents Percentage Yes No Total 39 1 40 97.5 2.5 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows the Business Comfort of the respondents. Around 97.5% responded Yes and 2.5% were responded No. FIGURE 4.15: RESPONDENTS COMFORT WITH THE BUSINESS

100 Percentage 80 60 40 20 0 Yes No Comfort with the business

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TABLE 4.16: ENGAGING FAMILY MEMBERS IN BUSINESS

Engaging family members Yes

No. of Respondents 40

Percentage 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows family members engagement in their business.100% of the respondent were answered Positive.

FIGURE 4.16: ENGAGING FAMILY MEMBERS IN BUSINESS

100 Percentage 80 60 40 20 0 Yes No Engaging family members

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TABLE 4.17: FAMILY MEMBERS SUPPORT

Business support Husband Daughter Father Daughter-in-law Total

No. of Respondents Percentage 34 2 2 2 40 85.0 5.0 5.0 5.0 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows the supporter of the respondents family for their business. 85% of members getting support from their Husband. 5% were from their Daughter, 5% were from their Father and 5% were from their Daughter-in-law. FIGURE 4.17: FAMILY MEMBERS SUPPORT

90 80 70 60 50 40 30 20 10 0

Percentage

Business support

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TABLE 4.18: PLACE OF SELLING PRODUCTS

Where you sell your products No. of Respondents Percentage Separate shop In the house Total 24 16 40 60.0 40.0 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows the where the respondents sell their Products. Around 60% of the respondents were having Separate Shop and 40% of them having selling in the house itself.

FIGURE 4.18: PLACE OF SELLING PRODUCTS

60 50 Percentage 40 30 20 10 0 Separate Shop Place of selling In house

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TABLE 4.19: AVAILABILITY OF DUPLICATE PRODUCTS IN THE MARKET

Duplicate products No. of Respondents Percentage Yes No Total 6 34 40 15.0 85.0 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows is there any duplicate for the respondents products. Around 15% of the respondents answered Yes and 85% of them answered No.

FIGURE 4.19: AVAILABILITY OF DUPLICATE PRODUCTS IN THE MARKET

100 Percentage 80 60 40 20 0 Yes Duplicate products No

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TABLE 4.20: ALL THE COMMUNITIES IN THE VILLAGE PURCHASE FROM THE SHOP

All the communities purchase in the shop Yes No Total

No. of Respondents 25 15 40
SOURCE= PRIMARY DATA

Percentage 62.5 37.5 100.0

INTERPRETATION: The above table shows whether all the communities from their village purchase from their shops. Around 62.5% of the respondents answered Yes and 37.5% of them answered No.

FIGURE 4.20: ALL THE COMMUNITIES IN THE VILLAGE PURCHASE FROM THE SHOP

70 60 50 40 30 20 10 0 Yes No All Communities purchase

Percentage

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TABLE 4.21: PRODUCTS YOU SOLD BEFORE TAKING SHAKTI

Before selling Shakti Products No. of Respondents Percentage Traditional Products No Total 12 28 40
SOURCE= PRIMARY DATA

30.0 70.0 100.0

INTERPRETATION: The above table shows what type of product they sold for taking Shakti dealership. Around 30% of the respondents answered selling Traditional Products. 70% of them answered No.

FIGURE 4.21: PRODUCTS YOU SOLD BEFORE TAKING SHAKTI

70 60 50 40 30 20 10 0 Traditional Products Selling No

Percentage

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TABLE 4.22: PRODUCTS SOLD BY SHAKTI MEMBERS

Are you dealing only shakti product No. of Respondents Percentage Only Shakti products Other products also Total 14 26 40 35.0 65.0 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows Are the respondent dealing only Shakti products. Around 35% of the respondents answered Yes and 65% of them answered No.

FIGURE 4.22: PRODUCTS SOLD BY SHAKTI MEMBERS

70 60 50 40 30 20 10 0 Yes Product No

Percentage

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TABLE 4.23: RESISTANCE FROM THE LOCAL SHOP

Resistance No. of Respondents Percentage Yes No Total 7 33 40

SOURCE= PRIMARY DATA

17.5 82.5 100.0

INTERPRETATION: The above table shows 82.5% respondents do not face any resistance from local Shops. Around 17.5% of the respondents answered Yes.

FIGURE 4.23: RESISTANCE FROM THE LOCAL SHOP

100 Percentage 80 60 40 20 0 Yes Resistance No

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TABLE 4.24: AVERAGE SALES PER DAY FOR YOUR SHAKTI PRODUCTS

Average Sales No. of Respondents Percentage High Moderate Poor Total 2 36 2 40 5.0 90.0 5.0 100.0
SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows the respondents Average sales of Shakti products per day. Around 5% of them gets High Sales, 90% getting Moderate Sales and 5% of them gets Poor Sales per day.

FIGURE 4.24: AVERAGE SALES PER DAY FOR YOUR SAKTHI PRODUCTS

100 80 Percentage 60 40 20 0 High Moderate Sales Poor

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TABLE 4.25: GETTING PROFIT FROM YOUR BUSINESS

Profit From Business No. of Respondents Percentage Yes 40 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows the respondents profit from their business. 100% of the respondents answered Yes.

FIGURE 4.25: GETTING PROFIT FROM YOUR BUSINESS

100 Percentage 80 60 40 20 0 Yes Profit

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TABLE 4.26: PLACE OF PRODUCT PROCUREMENT

Product Procurement Directly from HUL dealer Directly from the company Total

No. of Respondents Percentage 28 12 40 70.0 30.0 100.0

SOURCE= PRIMARY DATA

INTERPRETATION: The above table shows from where the respondent procuring their products. Around 75% of the respondents procuring directly from the HUL dealer and 30% of them were directly from the company.

FIGURE 4.26: PLACE OF PRODUCT PROCUREMENT

70 60 50 40 30 20 10 0 Directly from HUL dealer Place Directly from the Company

Percentage

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TABLE 4.27: FREQUENCY OF ORDERS PLACED BY SHG MEMBERS

Frequency of orders Weekly Fortnightly Monthly Based on requirement of the product Total

No. of Respondents Percentage 1 9 26 4 40

SOURCE= PRIMARY DATA

2.5 22.5 65.0 10.0 100.0

INTERPRETATION: The above table shows the respondents frequency of the order from the customer. Around 2.5% of the respondents getting weekly order, 22.5% of them getting Fortnightly, 65% of them getting monthly orders and 10% were based on the requirement of the product.

FIGURE 4.27: FREQUENCY OF ORDERS PLACED BY SHG MEMBERS

70 60 50 40 30 20 10 0 Weekly Fortnightly Monthly Based on requirement of the product

Percentage

Frequency

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TABLE 4.28: WAITIG PERIOD FOR PRODUCT DELIVERY

Waiting For The Product Supply No. of Respondents Percentage Within a day 2- 4 days One week Total
SOURCE= PRIMARY DATA

1 27 12 40

2.5 67.5 30.0 100.0

INTERPRETATION: The above table shows how long the respondents have to wait for their product supply. Around 2.5% of the respondents getting within a day. 67.5% of them getting 2-4 days and 30% of them getting within a week.

FIGURE 4.28: WAITIG PERIOD FOR PRODUCT DELIVERY

70 60 50 40 30 20 10 0 Within a day 2-4 days Waiting Period One week

Percentage

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RURAL CUSTOMER TABLE 4.29: DECISION MAKING OF THE RURAL CUSTOMER IN BUYING FMCG

Decision making No. of Respondents Percentage Family Head Wife Daughter Total 41 17 2 60 68.3 28.3 3.3 100.0

INTREPRETATION: The above table shows the respondents decision making of the rural customer in buying FMCG. Around 68.3% of the respondents stated that buying decisions were made by family head. 28.3% of the respondents stated wife and 3.3% stated as daughter.

FIGURE 4.29: DECISION MAKING OF THE RURAL CUSTOMER IN BUYING FMCG

70 60 Percentage 50 40 30 20 10 0 Family Head Wife Decision Maker Daughter

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TABLE 4.30: OCCASIONS DECISION MADE BY THE RESPONDENT

Decision occasions No. of respondents Percentage Always often Sometimes Total 23 16 21 60 38.3 26.7 35.0 100.0

INTREPRETATION: The above table shows the respondents decision making of the rural customer in occasion of buying FMCG. Around 38.3% of the respondents stated that buying decisions always made by family head. 26.7% of the respondents stated often and 35% stated as sometimes.

FIGURE 4.30: OCCASIONS DECISION MADE BY THE RESPONDENT

40 35 30 25 20 15 10 5 0 Always Often Occasion Sometimes

Percentage

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TABLE 4.31: PURCHASE IN VILLAGE SHOP

Village shop No. of Respondents Percentage yes No Total 57 3 60 95.0 5.0 100.0

INTREPRETATION: The above table shows the purchase of the respondent in the village shop. Around 95% of the respondents purchase in Village shop and 5% were not purchasing in the village shop.

FIGURE 4.31: PURCHASE IN VILLAGE SHOP

100 Percentage 80 60 40 20 0 Yes Purchase No

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TABLE 4.32: PURCHASE FREQUENCY IN THE VILLAGE SHOP Purchase Fequency No. of Respondents Percentage Daily Weekly Monthly Occasionally Not Applicable Total 47 9 1 1 2 60 78.3 15.0 1.7 1.7 3.3 100.0

INTREPRETATION: The above table shows the respondents purchase frequency in the Village shop. Around 78.3% of the respondents stated daily purchase and 15%, 1.7% and 1.7% of the respondent stated weekly, monthly and occasionally respectively. 3.3% of them not purchasing in the village shops.

FIGURE 4.32: PURCHASE FREQUENCY IN THE VILLAGE SHOP

80 60 40 20 0

Percentage

Frequency

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TABLE 4.33: PURCHASE IN SHG MEMBERS SHOP Purchase frequency No. of Respondents Percentage yes No Total 54 6 60 90.0 10.0 100.0

INTREPRETATION: The above table shows the purchase of the respondent in the SHG members shop. Around 90% of the respondents purchase in SHG members shop and 10% were not purchasing in the SHG members shop.

FIGURE 4.33: PURCHASE IN SHG MEMBERS SHOP

100 Percentage 80 60 40 20 0 Yes Purchase No

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TABLE 4.34: PURCHASE FREQUENCY IN SHG MEMBERS

Purchase frequency No. of Respondents Percentage Daily Weekly Monthly Occasionally Not Applicable Total 2 2 32 19 5 60 3.3 3.3 53.3 31.7 8.3 100.0

INTREPRETATION: The above table shows the respondents purchase frequency in the SHG members. Around 3.3% of the respondents stated daily purchase and 3.3%, 53.3% and 31.7% of the respondent stated weekly, monthly and occasionally respectively. 8.3% of them not purchasing in the SHG members. FIGURE 4.34: PURCHASE FREQUENCY IN SHG MEMBERS

60 50 40 30 20 10 0

Percentage

Frequency

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TABLE 4.35: REASON FOR BUYING FROM VILLAGE SHOP

Reason Availability Less Price Convenience Not Applicable Total

No. of Respondents Percentage 28 5 24 3 60 46.7 8.3 40.0 5.0 100.0

INTREPRETATION: The above table shows the respondents reason for buying in the village shop. Around 46.7% of the respondents preference reason was Availability. 8.3% and 40% respondents stated less price and convenience respectively as the reason for buying in the village shop.

FIGURE 4.35: REASON FOR BUYING FROM VILLAGE SHOP

80 Percentage 60 40 20 0 Availability Less Price Convenience Reason Not Applicable

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TABLE 4.36: REASON FOR BUYING FROM SHG MEMBER

Reason Availability Less Price Convenience Not Applicable Total

No. of Respondents Percentage 12 40 2 6 60 20.0 66.7 3.3 10.0 100.0

INTREPRETATION: The above table shows the respondents reason for buying in the SHG member. Around 20% of the respondents preference reason was Availability. 66.7% and 3.3% respondents stated less price and convenience respectively as the reason for buying in the SHG member.

FIGURE 4.36: REASON FOR BUYING FROM SHG MEMBER

70 60 50 40 30 20 10 0 Availability Less Price Convenience Not Applicable

Percentage

Reason

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4.2. DATA ANALYSIS USING STATISTICAL TOOLS

4.2.1. KRUSKAL WALLIS TEST FOR SHG SHAKTI DEALER CASTE AND PURCHASE OF ALL COMMUNITIES

Ho: (Null Hypothesis): There exists no significant relationship between caste and purchase from all communities H1: (Alternate Hypothesis): There exists significant relationship between caste and purchase from all communities

TABLE 4.37: CROSS TABULATION- SHG SHAKTI DEALER CASTE AND PURCHASE OF ALL COMMUNITIES

Whether all the communities from the Village purchase from the shop? Caste Yes BC MBC SC Total Chi-Square Test Pearson Chi-Square 7 14 4 25 Value 6.266(a) df 2 P value .044 No 2 5 8 15 9 19 12 40 Total

RESULT: P Value < .05 reject Ho. Hence, there exists significant relationship between caste and purchase from all communities

INTERPRETATION: From the result it is clear that there is a significant relationship between Caste and purchase of all communities.

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DESCRIPTIVE STATISTICS INITIAL INVESTMENT

Mean Minimum Maximum

1886.25 1000 10000

RESULT: From the above table it is clear that the Maximum initial investment is Rs.10000 and the minimum is of Rs.1000 and the mean value is 1886.25.

4.2.2. KRUSKAL WALLIS TEST FOR SHG SHAKTI DEALER CASTE AND PURCHASE OF ALL COMMUNITIES Ho: (Null Hypothesis): There exists no significant relationship between caste and purchase from all communities H1: (Alternate Hypothesis): There exists significant relationship between caste and purchase from all communities

TABLE 4.38: SHG SHAKTI DEALER CASTE AND PLACE OF SELLING THEIR PRODUCTS

Where you sell your products Caste Separate shop BC MBC SC Total 5 13 6 24 In house 4 6 6 16 9 19 12 40 Total

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CHI-SQUARE TESTS Chi-Square Pearson ChiSquare Value 1.135(a) df 2 P value .567

RESULT:

P Value >.05 Accept Ho. Hence, there exists no significant relationship between caste and place of selling their products.

INTERPRETATION: From the result it is clear that there is no significant relationship between Caste and place of selling their products.

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CHAPTER 5

5. SUMMARY OF FINDINGS AND CONCLUSION 5.1. SUMMARY OF FINDINGS SHAKTI DEALER

Majority (67.5%) of the respondents village population was between 200 to 500 Majority (70%) of respondents families in their village was below 100 Majority (82.5%) of the respondents were below 40 yrs of age 90% of the respondents were associated with the group (SHG) for 2-4yrs Majority (92.5%) of the respondents belongs to Hindu religion Majority (47.5%) of the respondents Caste was MBC 13% of the respondents husband were private employees 97.5% of the respondents family size ranges between 3 to 7 members 95% of the respondents number of dependents in their family was between 3 to 5 Majority (65%) of the respondents were having formal education Majority (50%) of the respondents were assisting their husbands work Majority 70%) of the respondents initial investment was below 2000 rupees in Project shakti Majority (75%) of the respondents source of capital was from the bank Majority (97.5%) of the respondents were being comfort in their business The entire family members assisting the respondents business. Majority (85%) of the respondents were getting business support from their husband Majority (60%) of the respondents have separate shops for selling their products Majority (85%) of the respondents stated that there is no duplicate for their product in the market Majority (62.5%) of the respondents stated that all the communities in the village purchase from their shops Majority (30%) of the respondents were selling traditional products before taking shakti dealership

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Majority (65%) of the respondents were selling other than shakti products Majority (82.5%) of the respondents stated that they did not face any resistance from the local shops Majority (90%) of the respondents stated that they are getting moderate sales for their shakti products All the respondents stated that they are getting profit from their business Majority (70%) of the respondents procuring their products directly from HUL dealer Majority (65%) of the respondents were placed their order on monthly basis Majority (67.5%) of the respondents stated that they required to wait for 2-4 days for product delivery

RURAL CUSTOMERS
Majority (68.3%) of the respondents stated that decision in buying FMCG was made by Family head and also majority (38.3%) of them stated that such a decision are always made by the family heads Majority (95%) of the respondents stated that they are buying from village shop Majority (78.3%) of the respondents daily purchase FMCG from the from Village shops Majority (53.3%) of the respondents monthly purchase FMCG from the from SHG members Majority (46.7%) of the respondents stated that availability is the reason for buying FMCG from Village shops Majority (66.7%) of the respondents stated that less price is the reason for buying FMCG from SHG members

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5.2. SUGGESTIONS
Government, NGOs and Corporate can come forward and support for SHG members to sell their products. By getting support from the government will enhance the SHG members excel in their business. Effective marketing strategies required to reach the rural markets through SHGs and by creating awareness programs in rural areas about the Shakti products. Making the products more freely and easily available to the rural customers. Most of the villagers are buying the product on daily basis, so huge potential exists for SHG for selling their products On day today basis. The research findings show that project sakthi dealers are selling additional products to get additional income. The micro level marketing can be scale up by adding other non competitor products with the existing HUL products.

5.3. CONCLUSION
Project Shakti is enabling rural families to live with dignity and in better health and hygiene, education of the children and an overall betterment in living standards. It creates a win-win partnership between HUL and the rural consumers for mutual benefit and growth. This can be said as sustainable development in the sphere of business sphere. Project Shakti provides a powerful example of a business that profits while improving the livelihoods and quality of life for its customers. Creating more awareness for the use of Shakti products in rural areas and making the products more easily available to all kind of rural populations will give good business for Shakti products.

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APPENDIX - 1 Questionnaire for SHGs- Shakti Dealer

1. Geographical Information: Village Name Total number of families 2. General profile: Name of the SHG: Name of the member: 3. Number of years associated with the group: Religion: 4. Caste: OC/BC/MBC/SC/ST 5. Marital status Married 6. Unmarried Age (Completed years): Population Taluk: District

If married, occupation of the husband Agriculture Farm worker Business Government Employee Private Others (please specify).

7. Number of members in the family: ____________ 8. Number of dependent members in the family: __________ 9. Educational status Formal education 10. Occupational status Before joining SHGs Unemployed Wage earners Assisting Husbands Work Others (please specify). 11. What is your initial investment? 12. What is the source of your capital? 13. Are you comfortable with the business: Yes No Non formal education

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14. If no, what type of problem you are facing / faced Inadequate funds Poor sales Problem in getting the ordered goods No support from the Family 15. Are you engaging your family members in your business? Yes No 16. If yes who is supporting for your business Son Husband Daughter Father Daughter-in-Law 17. From where you sell your products? separate shop In house 18. Is there any duplicate product for your products in the market? Yes No 19. Whether all the communities from the village purchase from the shop? Yes No 20. Are you dealing only shakti products or additional products? Yes No If yes what type of procuct ________________________ 21. Do you face any resistance from the local shop? Yes No

22. As an average how much sales per day you are able to achieve from your Shakti product business? High Moderate Poor other _________________ 23. Do you getting profit from your business? Yes No

24. From where you are procuring your product? Directly from the HUL dealer Directly from the company others (specify)___________________ 25. What is the frequency of your orders? Weekly Fortnightly Mothly Based on requirement of the product 26. How long you have to wait for the product supply? within a day 2- 4 days one week More than one week 27. What type of other support you are getting from the company? ________________________ 28. What are the other supports you are expecting from the company? ________________________________________________

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Questionnaire for Rural customers

1. General profile: Name of the family head: Age: Education: Occupation: Number of members in the family: Number of dependents: Family monthly income: 2. Who makes decision in buying FMCG Family Head wife son daughter 3. Mention whether the above decision maker makes in all occasions Always Often Sometimes 4. State your place of purchase and frequency of FMCG Village shop Yes No Daily/weekly/Monthly/occasionally Mobile vendor Yes No Daily/weekly/Monthly/occasionally SHG Member Yes No Daily/weekly/Monthly/occasionally Nearby village Yes No Daily/weekly/Monthly/occasionally Nearby Town Yes No Daily/weekly/Monthly/occasionally Weekly Market Yes No 5. Give the reason for buying from the following places Village shop Availability/less price/convenience/variety Mobile vendor Availability/less price/convenience/variety SHG Member Availability/less price/convenience/variety Nearby village Availability/less price/convenience/variety Nearby Town Availability/less price/convenience/variety 6. If you are buying from nearby village or town where you buy most of the time. Market place Wholesale outlet Supermarket Departmental store Retail outlet Corporate buyers Yes No

7. Where you sell your farm produce? Govt. Procurement centre local buyers

8. Do you think they provide reasonable price for your farm produce.

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http://censusindia.gov.in/ 3. CGAP, Washington http://www.cgap.org/p/site/c/template.rc/1.9.2640/. 4. Desai, 2000. A study of SHGs and linkage programme. Indian Journal of Agricultural Economics, 55(1):75-78. 5. Financial-Inclusion/19908110597/0/. 6. Frost and Sullivan (2008) Technology a drawback for Financial Inclusion. 7. Ganesamurthy, V.S and radha Krishnan (2004) A study on thrift and credit utilization pattern of SHG in Lakshmi Vilas Bank , Suriya Mpalayam Branch, Erode, , Indian journal of Marketing, Vol-XXXIV, No-3, January 2004, P.p- 12-16 8. Gopisetti, Rambabu and H, Venkateshwarlu (2008)Product management Of SHG in Andhra Pradesh- A study, Indian journal of Marketing, Vol-XXXVIII, No-3, march 2008, P.p- 30-41 9. http://www.ciol.com/Enterprise/BFSI/News-Reports/Technology-a-drawback-for10. Impact of Microfinance- An empirical study on the attitude of SHG leaders in Vellore District.Global Journal of Finance and management. (2010) Volume 2 p.59. 11. Ivatury, G. and Mas, I. (2008) The Early Experience with Branchless Banking, 12. Kashyap,Pradeep & Raut, Siddhartha(2009), The Rural Marketing book, Biztantra, NewDelhi, India 13. Kochhar, S. (2009) Speeding Financial Inclusion. Skoch Development Foundation, 14. Kurukshetra. 51(10): 25-30. 15. Lee,Kiefer & Carter,Steve(2009), Global Marketing Management ,Oxford university press, New Delhi,India 16. Manimekalai N. and G. Rajeswari (2002) Gross Roots Entrepreneurship through self help group SEDMI Journal Vol.29. 17. Mckinsey Global Institute (MGI), The 'bird of gold': The rise of India's consumer market report 2007 18. Nagayya, D., 2000. Microcredit for Self Help Groups. Kurukshetra, 48(11): 10-15.

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19. National council of Applied economic Research, Delhi (NCAER),(2002) The India market Demographic Report 2002.Retrived from http://ncaer.org/New Delhi.of India, New Delhi. ttp://www.nabard.org/pdf/report_financial/Full%20Report.pdf. 20. Prahala, C.K., (2005). The Fortune at the Bottom of the Pyramid: Eradicating Poverty through Profits, Pearson Education. 21. Puhazhendhi, V.,2000. Evalution study of self. help groups in Tamilnadu. National 22. Rangarajan, C. (2008) Report of the Committee on Financial Inclusion. Government 23. Sabyasachi Das, 2003. Self Help Groups and microcredit Synergic intergration, 24. Shetty, S.L., 2002. Working and Impact of Rural Self-Help Groups and Other Forms of Micro Financing. Indian Journal of Agricultural Economics, 57(1):31-32. 25. Shyam Shiradhonkar(2009), Rural retail market report for Aadhar. 26. Solanki, S.S., 2002. Technologies for rural development. Kurukshetra, 50(4):31. 27. The Economic Times, Chennai edition, February 11, 2007. 28. Tripathy K.K., 2004. Self-Help Groups-A catalyst of Rural Development, Kurukshetra. 52(8): 40-43 29. Velayudhan, S.K. (2007). Rural marketing: Targeting the Non-Urban Consumer (2 nd ed.). New Delhi: Response Books. 30. VOICE Report (2008), A Report on the Success and Failure of SHGs in India Impediments and Paradigm of Success.